With year 2 media of Poland Spring Origin launching in 2020, we were tasked to review the brand landing page, 2019 results, and develop a plan to make the overall look of the landing page match the premium look and feel of the brand, increase usability and responsiveness for the page, meet ADA standards, and improve our organic search visibility. Simply put, the brand team wanted something beautiful and usable for the consumer. We measured success of the Poland Spring Origin landing page makeover through traffic driven to the site from organic search, time on site, sessions, and page views.
Looking at the original page, it was clear that a lot of things needed to change to bring Poland Spring Origin’s web experience up to the premium look the brand was trying to achieve, and to support a robust year 2 media plan as the primary digital and social landing page. Using data from google analytics, we gained insights on how our consumers were interacting with the page, and where they were coming from:
Based on this, we determined the following needed to be executed:
Optimizing this page happened at the right moment. With the 2020 media campaign driving to the Poland Spring Origin landing page, mobile site traffic increased 390%. By making our site updates, we saw phenomenal results!
It’s safe to say that our new Poland Spring Origin website's optimized mobile design, engaging content, and seamless experience exceeded our KPIs.
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